Adidas announced on the 16th that it has appointed Marcus Morent as the new CEO of Adidas Korea.
CEO Morent began his Adidas career in 2005 in the retail finance institutional sector for the EMEA (Europe, Middle East, Africa) region. He later led the retail and e-commerce businesses at Adidas Korea from 2014 to 2019 and also served as the CEO of Adidas Colombia.
An Adidas spokesperson noted, "We have identified Marcus Morent, who possesses a deep understanding of the Korean market and rich experience, as the next leader to steer Adidas Korea, executing this appointment according to a thoroughly prepared leadership transition plan."
This decision is described as a strategic move to solidify the ongoing growth of the Korean market, reflecting Adidas's continued attention and high expectations for the Korean market.
The newly appointed CEO Morent plans to further optimize a consistent and consumer-centric Adidas brand experience in the Korean market, while focusing on enhancing customer satisfaction through various distribution channels and marketing strategies.
This appointment was made as a successor to former CEO Peter Kwak, who resigned. Peter Kwak, who took office in September 2021, is credited with playing a key role in transitioning Korea to an independent market and leading Adidas back to strong growth during his tenure.